THE ESSENCE OF RIVER

The rust stains produced by the rusty brown-red steel perfectly illustrate the historical

thickness ofTHE ESSENCE OF RIVER. The primary stainless steel gives the marker the

finishing touch and respects the practical function of the marker. The whole logo size is

lean and long, and the ‘work’ line at the top view gives the identification rhythm and

thickness.

This Project Marketing Center logo guide system design follows the design principles of project culture

as the foundation, scientific planning, artistic design, enhance the project brand spirit, standardize the

diversion of people and vehicles, to achieve the ultimate goal of the guide design.

The predecessor of the project site belongs to the iron and steel factory site, has a strong and soft iron

and steel inherent temperament, in-depth study of the project's historical development and brand

culture, we use I-steel rust steel plate this historical element for the logo guide design. In the design,

it is divided into outdoor and indoor two plates, using two kinds of material technology to distinguish,

theoverall style is concise and unified, without losing the rich flavor of history.

Outdoor small logo follows the main logo style and positioning, using a simple approach,

but slightly changed in the side shape, such as the concave design of flowers and plants,

sothat the logo is not thin. One of the highlights of the exterior part is the engraving of

theEnglish name on the side of the word ‘I’. It allows sunlight to refract through the

gap onthe logo information, softens the hardness of the logo into the thickness of time,

butdoesnot overwhelm the host. It plays a good role in embellishing and echoing on

the side andsublimates the logo brand concept.

But in the spiritual fortress we have abandoned the practice of I-beams, which are not

suitable for higher logo design considering the height and volume of the logo. So we use

the three-dimensional rotating cylinder to express the tenderness ofTHE ESSENCE OF

RIVER.

Indoor stainless steel is used as the old technology, which is deeply adapted to the originalindoor

soft-fitting style ofTHE ESSENCE OF RIVER, so as to hide in the environmentoutside the function

of marking practicability, and strive to achieve the highest utilizationrate withthe lowest sense of

existence.The overall logo uses a three-dimensionalstructure, combined with the LOGO shape of

THE ESSENCE OF RIVERline extraction,ripple lines of soft andstainless steel to do the oldfirm perfect

combination, complementeach other.Receptioncard style continues the outdoor simple style, omitting

the barrierof thebackground panel,directly in the form of three-dimensional characters, so thatthe

practical function of the logo maximized.

The use of SIGN is the theme of this interiorlogo design, in the

toilet logo and other walllogo,the use of this element many

times, totake the meaning of the ‘THE ESSENCE OFRIVER’

so that the logo has a profoundconnotation.Although the logo

guide design ofTHEESSENCE OF RIVERMarketing Center has

come to asuccessful conclusion, we will makegreatefforts to

improve it, in order to striveforperfection in the next design

research.